This is a written summary of the article “Factors affecting consumer buying behavior” by N Ramya and Dr. SA Mohamed Ali, published in the International Journal of Applied Research 2016. The article examines how a range of factors influence the choices and actions of consumers in different markets and situations. Some of the factors discussed in the article are:
- Culture: The values, beliefs, norms, and customs of a society shape the preferences and tastes of consumers. For example, consumers in collectivistic cultures tend to value conformity and harmony, while consumers in individualistic cultures tend to value uniqueness and self-expression.
- Social class: The income, education, occupation, and lifestyle of consumers affect their buying behavior. For example, consumers in higher social classes tend to buy more expensive, prestigious, and quality products, while consumers in lower social classes tend to buy more economical, functional, and necessity products.
- Personality: The traits, attitudes, motives, and emotions of consumers affect their buying behavior. For example, consumers with high self-esteem tend to buy products that enhance their self-image and confidence, while consumers with low self-esteem tend to buy products that reduce their anxiety and insecurity.
- Psychological factors: The perception, learning, memory, motivation, and attitude of consumers affect their buying behavior. For example, consumers who perceive a product as attractive, useful, or reliable tend to buy it more than consumers who perceive it as unattractive, useless, or unreliable.
The article suggests that by identifying and understanding these factors, brands can develop more effective marketing strategies, messages, and campaigns that are aligned with the needs and mindsets of their target consumers. The article also provides examples of how varied factors affect consumer buying behavior in different contexts and situations.
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